Category Archives: Big Tips

Direct-to-consumer brands haven’t had it easy over the last couple of years. Results from advertising are down because of the iOS update and Facebook phasing out cookies. As a result, advertisers have limited campaign functions and find it harder to measure success. It essentially means that brands need to get more creative with direct-to-consumer marketing. One way to do that involves using video, so the Small Films team has dedicated this guide to how you can boost DTC advertising campaigns with video content. 

Why video?

Video has become an increasingly popular method for connecting with audiences. More than 80% of online traffic is video content, and many customers now expect companies to provide video content, be it product reviews or brand messages. 

But making a video isn’t enough –  the quality of the creative is vital for improving the efficacy of advertising campaigns. A well-presented video can differentiate between selling a product or service and missing out altogether.  

Here are five tips to boost your advertising campaigns with video…

1) Product demo videos

Product demo videos are nothing particularly groundbreaking, but they can be difference-makers when done right. Video is the ideal type of content to inform users about your product during ad campaigns. It’s more immersive than descriptive text, and it provides tutorials on how to use the product while revealing what makes your offering different from competitors. 

Product demo videos don’t always need a simple presentation to camera, either. You can have some fun with them and add a bit of flair. That’s what backpacking company Kelty did, showing users how to set up its side table in an informative yet lighthearted way while also incorporating music.

2) Animated explainer videos

Animations and illustrations are usually big wins for brands. These videos often take complicated messages and explain them with vibrant videos that are short and engaging. This can be ideal for fast-moving audiences with low attention spans (which is basically most of the internet). 

Brands of all sizes use animated videos, with McDonald’s recently showcasing its creativity for a new app via live animation. The colours are draped in the classic red yellow, the messaging is simple, and the animations look sleek. Plus, the whole video is barely 90 seconds. 

https://www.youtube.com/watch?v=KqSjX3_Wh-E&t=20s

3) Tell a story

The aim might be to sell products, but building a connection to gain your audience’s trust is equally important. Good storytelling is part and parcel of every successful business as it can strike the right chord with audiences. Using video to tell your story allows you to be more expressive and hit the right emotional tones to create a piece of content that engages audiences and gets them eager to know more about your brand. 

Warby Parker used video for better brand storytelling with its employee interactions. The American retailer filmed a video asking them about their least favourite words to get customers a deeper connection with the Warby Parker employees. It’s simple yet does the trick of getting shoppers to feel more comfortable connecting with the people behind the brand. 

4) Customer testimonial videos

Nothing promotes your brand like word of mouth. And while reviews on Google and Trustpilot have their place, video offers a deeper level of interaction. Customer testimonials can take on many forms, whether it’s everyday people impressed with your product or influencer reviews sharing the testimonial with their followers. 

The best customer testimonial videos go that extra mile, such as this one from Tesla. The electric car company did something a little different, forgoing the typical straight-to-camera piece and filming a cinematic testimonial capturing the brand’s vibe while showcasing the quality of its cars. This testimonial does more than simply show a happy customer; it encapsulates his day-to-day life, where he lives and how a Tesla car fits with his ethos.

5) Informative videos

Again, selling might be the primary goal, but there are more subtle ways to drive revenue. Smart brands don’t just film product videos; they make content about topics related to their products and services. To illustrate, a travel brand might create a video about the best places to visit, while a company selling cooking equipment may decide to conjure up recipe videos. 

This type of content increases your brand’s exposure and highlights you as a thought leader in your industry. In turn, you build trust with customers who feel more comfortable purchasing from your company. Mojo Travels took this approach, creating a top 10 list of the most beautiful and relaxing destinations on earth, giving viewers informative information instead of going for a direct sale.

Final words: Supercharging your campaigns with video

With high-quality videos, you can give your ad campaigns a different dynamic, whether it’s a product video, customer testimonial or anything else that captures their attention. Video is the way forward for direct-to-consumer brands, and you can add flair to your advertising campaigns, generate more interest and increase sales. 

Small Films is a video production company in London, Hackney. We love working with a wide range of brands, from Aldi to Nextbase, creating video content that makes them stand out. If you’d like to chat to the team about using video to boost your DTC ad campaign or another video project, we’d love to hear from you. 

If you want to outsource video content for your business, there are two primary options on the table: a videographer and a video production team. But which one should you use? That’s the purpose of this guide, which looks at the differences between a videographer and a video production company to see which one is the best option for your video content needs. 

Videographer vs. Video Production Company – What is the difference?

Videographer 

A videographer is typically classed as a freelancer. They may specialise in one type of filming but can often adapt to different niches, be it weddings, corporate functions or even basic training videos. You can expect a videographer to capture the raw footage, and they’re more likely to film solo – though they may bring other videographers and editors into the frame for larger projects. This, of course, would be included in the cost. However, more often than not, a videographer works alone and handles all aspects of filming. 

Video production company

A video production company is more professional than a videographer, with several team members and specialists in specific roles. You’ll likely find a director, editors, scriptwriters and people ready to source locations for video shoots. A video production company films all types of content, such as films for businesses like video explainers, commercials and PR stunts. They will handle the editing side of video production, ensuring everything happens in-house. Some video production companies may have a resource of freelance videographers, though most of the team works directly for the company. 

Pros of a video production company

Video production companies save you time and effort as they take on the entire project and are set up to handle small and large projects. They have the expertise and therefore can advise you in the right areas, drawing on their previous experience and resources. Alongside having the technical skills needed, employees at video production companies are storytellers and know what’s needed to find the best angle out of a piece of content. Having access to a team means there are professionals working on all aspects, such as planning, lighting, sound etc. With a video production company, you can expect the latest equipment and all the tools necessary to create a high-level piece of video content. 

Pros of a videographer

Many freelancers are professional and can have the same skills as employees at video production companies. The best ones also have a body of work they can show you. A freelance videographer tends to be cheaper than a video production company, as they require fewer resources in terms of team and equipment. 

Cons of a video production company

For many, the cost of a video production company might put them off hiring. Not all projects are expensive, but they tend to cost more than using a freelancer. There’s a possibility for higher turnover at a video production company than working with one freelancer. If you hire them for several projects, you may find that the team isn’t always the same. 

Cons of a videographer 

A videographer doesn’t offer the same professional level as a video production company. They may also find it harder to deal with the scope of larger projects, as they tend to work alone. You also don’t get the same guarantee with a videographer as you would with a video production company – you should always be sure to check any potential videographer’s credentials and look at past work they’ve completed. More amateur freelancers may not even have contracts, which means you would essentially need to draft one on your end. Finally, it’s unlikely that a videographer will have access to the same high-end equipment as a video production company. 

Summary: Choosing the right option for your business 

There’s no right or wrong answer when choosing between a videographer and a video production company. Essentially it comes down to the size and scope of the project and what you need personally. However, there’s a higher expectation that you’ll receive a polished finished product when going down the route of using a company. Before you make a decision, speak to both a videographer and video production company to get a better idea of how they work and if they can match expectations for your businesses’ next marketing video.

If you’d like support from a video production company in London for your next project, then do give the Small Films team a shout, as we’d love to help. 

Video is becoming an increasingly important asset for brands who want to get their message out there. Platforms like YouTube have made it increasingly easier to create video content, and 86% of businesses now use video marketing. But what about the other 14%? This guide offers you all the Small Films handy tips for video marketing.

What is video marketing?

Video marketing uses video to engage users and get them to make an action after watching. It forms part of digital marketing, working alongside written content or as a standalone method to build your brand. It’s popular with both b2b and b2c companies. 

It was once considered a luxury for marketers due to the costs involved. But now, it’s an essential part of any marketing strategy, thanks to tech improvements that have made creating video content for audiences easier. 

Video content became really accessible sometime after 2010 and coincided with the explosion of social media, the availability of online tools and faster internet speeds. Today, internet users consume an average of 16 hours of video online per week.

Why video marketing is important

Moving images have always had an advantage over other forms of content. In the 1970s and 80s, the explosion of television saw it overtake radio as the primary form of entertainment. A similar evolution happened online, with mega-fast broadband connections and 3,4 and 5G allowing consumers to stream videos online in real-time. 

The ease at which people can upload and view video makes them highly watchable and just as shareable. As a result, video has become the primary way for people to use the internet, and marketers have taken note. 

It’s also easier to consume – viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text. That alone makes video content even more important for brands when coming up with a marketing strategy. 

Types of video marketing

Brand Films

Often created as part of larger advertising campaigns, branded videos highlight every aspect of a company. That includes its vision, mission statements, culture and products or services. Brand videos aim to build awareness and create intrigue with audiences. 

A brand film the Small Films delivered for Sock Shop

Explainer videos

Explainer videos give your audience more insight into the brand offerings. It helps them understand why they should use your product or service and what they can expect. Explainer videos usually showcase how your brand works, the problems it solves and the primary benefits to users.

>> Read our blog on ‘How to write a killer explainer video script.’

Animated videos

Animated videos typically allow you to be more creative, as you can use your imagination to bring illustrations to life. They are particularly helpful for hard-to-grasp concepts, as the visual element offers the solution with an imaginative display that real-life video can’t replicate. 

A Small Films video animation for Rex London

Customer testimonial videos

There’s nothing quite like real-life validation to show how well a product or service works. Using customer testimonial videos reveals how your business solves problems for real people via a short interview or statement using loyal customers. After all, your customers are your best advocates, and a testimonial video can capture their enthusiasm for your brand. 

>> Check out our blog on ’11 inside tips for effective customer testimonial videos.’

How-to videos

How-to videos are more in-depth than demos, taking certain aspects of your offering and breaking them down into easily digestible content. E.g., if you offer CRM software, your how-to videos might cover each part of the service, from how to add leads to the pipeline to ways for them to store information. 

Demo videos

A demo video shows potential customers how your product or service works. It takes them on a tour, detailing everything they need to know – whether it’s a physical product test or the processes of using software provided by your business. 

A Small Films product video for Aldi

>> Read ‘8 tips for creating a product video that sells.’

Where can audiences find video marketing?

Viewers can see video content pretty much anywhere on the web, from your website to social media channels. Video marketing on Instagram, Facebook and Twitter is becoming increasingly popular, with brands posting it on their pages and using sponsored ads to boost their reach. 

Many companies also host videos on their website, using demos and video explainers to generate interest from customers. But YouTube is by far the most popular place to watch videos online. The platform averages 500 hours of content uploaded every minute and is used for b2c content as well as b2b video marketing. Regardless of where you host videos online, you’ll need excellent content and well-shot videos to drive traffic. 

How to get started with video marketing

The best way to get started involves settling on a strategy for the type of video content you want to make and a platform to showcase it. Some actions to consider for the best results include:

• Planning your video
• Writing a script
• Understanding how cameras work and your use of them
• Setting up audio
• Preparing the on-screen talent
• As well as the off-screen team
• Shooting
• Organising the footage
• Editing your video
• Choosing music
• Recording voice-overs
• Uploading to the right platform

>> See how the Small Films team can help with your video marketing strategy. 

Even though it’s now much easier to make video content, anything you release still needs to look good and be high in quality. Many brands implement the use of a video marketing agency to create excellent content and boost lead generation. 

Whichever route you go down, ensure that you spend time thinking about your needs and the type of video you want to release. By giving due time and care to your concept, you’ll increase the chances of making a great video, whether it’s shot in-house or by a video production company. 

Final words: video marketing 101

Brands need to include video content in their marketing strategies, and it’s now an expectation that you offer your audience good-quality video content. Doing so can increase awareness, create engagement and drive sales for your brand.

People now spend at least 100 minutes online every day watching videos. The question for brands isn’t whether they should make video content, but which type of videos they should film. For many, the idea of an animated video is appealing, as it provides no limits when it comes to creativity. But should your business implement animated videos in its marketing efforts? We’ve got the lowdown with everything you need to know about animated videos, including the different types and their benefits.  If you’d like support with creating an animated video from a video production company in London, then do get in contact with the Small Films team. 

What is an animation video?

An animated video features original designs, drawings, illustrations or computer-generated effects designed with several artistic styles. Pixar is perhaps the most famous animation studio in the world, but you don’t need to make big-budget films to reap the benefits of animation. 

Using animation marketing, your brand can strike a chord with audiences thanks to its ability to capture the imagination. By placing a video into a broader marketing campaign, you can promote your brand with some serious visual flair. 

Videos using animation are becoming increasingly popular with businesses and are often used for different types of content. From animated product explainer videos to animated case studies, there are a variety of ways you can supercharge your marketing efforts with animated videos. 

What are the benefits of animation videos?

Animated videos are particularly suited to modern media, as they offer a unique method of providing information in an entertaining way. You can use voiceovers, custom visual aids and visual metaphors all at once, turning complicated scenarios into easily digestible content that’s clear and concise. 

A Small Films animation for Booker.co.uk

It’s also easier to make animated videos reflect your brand, something that is imminently more difficult to achieve in other types of marketing. You can personalise the content, from the colour scheme to the aesthetics and include elements like your logo without any hassle. It’s even possible to conjure up animated characters to reflect your brand, giving your business a fun and emotive type of marketing strategy. 

>> Read our blog on ‘5 reasons why you should use animated explainer videos’

Expect the costs involved with animated videos to be lower than if you used real actors. They are often simpler to produce than live-action videos, meaning the resources required keep budgets down. The animator can create the world you envisage on a computer without restraint. For a short piece of content, you’ll likely pay significantly less than a live video. 

Different types of animation videos

Animated explainer videos

Explainer videos come in many forms, including animated versions. They’re typically shorter videos designed to explain a product or service quickly and get your USP across. B2B companies often use animated explainer videos as they’re an accessible and fun way to show off products and services that may otherwise struggle to excite.

Emily Crisps crowdfunding video featuring animation

Whiteboard animation

With a whiteboard animation video, you can take complicated concepts and draw them out step by step. Doing so allows you to provide the viewer with a clear way to digest information. It’s also a concept people are familiar with, so the chances of capturing their attention is higher than other types of videos.  

Live-action/animation mix

There may be times when you feel it’s necessary to create a live-action video and include animation elements. These types of videos are more common in feature films than brand marketing, but it’s still something worth exploring. They tend to be successful because they combine the familiarity of live-action with the imagination of animation. 

A Small Films animation for e-commerce brand Rex London

Motion graphics

Motion graphic animations are another handy way for companies to showcase complex products and services, such as in the tech industry. The clever use of moving graphics helps illustrate a message through colourful, dynamic and vivid content. 

3D animation

Using 3D animation makes it easier for some audiences to engage. The action can rotate around and zoom in and out, allowing for a more immersive feel. Out of all of the video animation types, 3D animation can be one of the most expensive to create. 

Stop Motion Video Style

Stop Motion Video Style uses a specific animation and implements a technique of photographing an object as it’s moved slightly. The result is the illusion of motion when played in real-time. 

Animated case study

Case studies are a great way to give people more information about your company using real-world examples. Many case studies are written, but a growing number are appearing in video form and making use of animation to enhance the content. An animated case study may be one of the few times you combine live-action shots with animation. 

Other types of animation videos

• 2D animation
• 5D animation
• Typography
• Screencast video style
• Rotoscope animation
• Plexus video animation
• Cut-out animation
• HUD Animation
• Mechanical Video Animation

>> Want to create an animated video? Get in touch with the team at Small Films. 

How to find a video animation company

First and foremost, you want to work with a video animation company that has a track record. Ask to see samples of their work and schedule a chat where you can get a better idea about how they work.

Be clear about your needs, eg turnover times, the type of video you want and your budget. That way the video animation company provides an indication of the scope of the work and everything required. 

Don’t be afraid to ask around either. Speak to contacts to see if they’ve worked with animation companies before and ask if they have any recommendations. You can also talk to us here at Small Films, and we can help bring your video animation concept to life.

Final words: another world with animation

Using video animation to market your products and services to customers can add another dynamic to your brand. An animated video offers you the chance to think outside the box and create a video that is intriguing and enquiring about your business. 

Looking for a video production company? At Small Films we create great films for awesome brands. Contact us to see how we can help.

In an era where we are surrounded by limitless content, how do brands continue to stand out on social media and create those ‘thumb-stopping’ moments? When designing videos for social, we need to consider how the user consumes content. Are they scrolling TikTok on the bus? Watching a quick how-to video in between meetings? Or are they relaxing on the sofa watching a vlog from their favourite influencer? These examples tap into the three types of consumer behaviour. On-the-go – a short attention span with what they’re watching. Lean Forward – More actively engaged with the video, likely to comment or share the content. Lean Back – Watching in a planned environment, with a longer attention span.    

By matching your video content on your social channels to your users’ three states, you’ll make better connections with your audience. They’ll choose the content that complements whether they’re on-the-go, leaning forward or leaning back – helping to keep your voice heard in a crowded marketplace.   

Types of on-the-go video content

6 – 15 second Facebook/Instagram/YouTube adverts
Instagram reels
Gifs
Instagram story
TikTok
Cinemagraphs

>> Check out our blog on the 7 food and drink brands nailing TikTok right now. 

Small Film’s 6 second Facebook advert for Mackie’s ice cream

Designing creatives for on-the-go moments

• Keep it a short (under 1 minute) impactful video that captures attention quickly. 
• Design for vertical or square – people rarely turn their phone sideways when on-the-go and landscape ratio videos don’t take up as much space in their social feed. 
• Establish the context upfront and grab their attention as quickly as possible.
• Integrate branding in the first 3 seconds.
• Deliver your message in 10 seconds or less.
  

Types of lean forward content

Testimonials
Explainer videos
How-to videos
Behind the scenes

Designing creatives for lean forward moments

• Design for sound on and off.
• Deliver your message in the first minute.
• Include CTAs where necessary.
• Be succinct and to the point.
• Take your viewers on a quick journey using concise storytelling.
  

Types of lean back content

Vlogs
Live broadcasts
Instagram Live
Documentary-style videos
Long-form branded content
YouTube shorts

Designing creatives for lean back content

• Create stories that resonate.
• Design for sound-on.
• Design for horizontal viewing.
• Indulge the audience with great storytelling.

Thanks to smartphones, you can now reach your customers wherever they are 24/7 – and there’s no better platform to do that than social media. Remember that your customers won’t always be in the right frame of mind to engage in your video content. That’s why it’s essential to have a mix of different content of different lengths and styles that they can enjoy, whatever they are doing. So whether they are time poor and want a quick video fix or whether they are ready to indulge in some long-form video content, you can provide them with the right videos to excite and delight them. 

If you would like support creating a video for your social channels then do get in contact with the Small Films team – we’d love to help.